Our task was to bring together the different categories and regional distinctions of the various countries under the new global Knorr master brand. Despite design differences necessary in the broad-based and extensive range of products, the key brand visual should always be immediately recognisable. In addition, the design had to be brought up to date while communicating how natural and delicious the products are. A homogeneous design language across all categories and in all countries was to be realised.

An overarching brand consistency was realised with the implementation of the design management together with the development of guidelines and checklists. For the visual language in particular, it was important to take into account the image perception in the respective countries for the use of new and existing photographs. Existing images were preferred for reasons of time and money, if they were a good fit to the modern and country-specific context of the new designs. This extensive project has shown that we are experts at meeting the demands of a broad European market, coordinating a large number of SKUs while always maintaining an overview of all areas. From consultancy and design, photography and image processing right up to the final artwork and checking printability – the HAJOK team provides all of these services under one roof.